How to Develop a Social Media Strategy – Part 3 of 4

Throughout the week we have been discussing how an effective social media strategy can help your business generate leads and new business and increase your ROI and income.  Earlier this week we looked at how an ineffective social media strategy can waste time and money whereas when you implement social media properly for your business the benefits are huge.


Although social media is free to implement it takes a lot of time to do it properly, and when it’s not done properly it becomes a huge time waster.  We’ve been looking at how to implement social media effectively though the three main mediums – blogging, Facebook and Twitter.  Yesterday we focused on how to blog effectively and today we’ll be looking at how to integrate Facebook effectively into your social media strategy.

Why Should You Implement Facebook into Your Strategy?

  • Facebook has more than 500 million active users – this a huge potential market to tap into
  • On Facebook there are over 900 million objects that people interact with (pages, groups, events and community pages) – your business can create an object and encourage interaction with your business
  • More than 30 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each month – you want your links and blog posts to be shared among this network of people in order to boost your social media presence
  • Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Facebook – the most popular and successful websites are on board and are integrating Facebook into their social media strategy, so what is stopping you from doing the same?

The reality is that time and expertise are barriers to businesses successfully integrating Facebook into their internet marketing plan. Although having a Facebook fan page is a good start, on its own it’s not enough to use Facebook effectively.

How Can Your Business Use Facebook Effectively?

  • There is a difference on Facebook between your personal profile and your business page.  Your business page is where you should be focusing your effort
  • On your business page you want to customize tabs, such as:

    Company information
    Links to areas of your site
  • Ensure that there is a like button on your Facebook page and when you post anything new on Facebook.  For example, when you add a new blog post on your website and it feeds into twitter (see yesterday’s blog for more information on this) you want to ensure that a like icon appears in your fan’s news feeds so that they can like your new blog post
  • Ensure you have like buttons on your website pages

How do You Generate Fans?

It is important to have fans who will like the things you post on Facebook so that they will share your information and raise your social media standing.  When you post something new on Facebook it will appear in the newsfeed section of your fan’s Facebook account.  This will allow you to maintain your presence in this person’s mind and will allow the people in their networks to see you and your activity.

However, finding fans is difficult.  On Facebook things spread by word of mouth, so you can use blog posts, video posts and interesting links which you think will spread and gain you more fans.  However, relying on this word of mouth approach alone is not proactive enough.  Instead, you want to entice people to “like” you and become a fan.  Once they hit the “like” button on your fan page then you will be connected to them and show up in their newsfeed.

You can entice people to like your Facebook page by offering them something.  For example, you can offer a free video, a free informative package or a free e-book that you have created for potential fans. The key is that they get the freebie only after they have clicked your “like” button.  Offering people something in return for liking you is an assertive strategy to increase your presence on Facebook, which will help improve your overall social media standing.

Yesterday we discussed the advantage of feeding your blog into Facebook and Twitter.  In a similar way you can connect your Facebook feed to Twitter so that when you post something on Facebook it will also appear on your Twitter page and be available to your Twitter followers.

Tomorrow, we will discuss how to integrate Twitter effectively into your social media strategy.

The team at WSI Milton are internet marketing and web design experts specializing in helping businesses generate leads, improve their ROI and maximize conversion architecture.

To learn more about how social media can improve your business consider contacting us for a free consultation or attending one of our free monthly seminars.